The influence of the elements of the extended marketing mix on consumers' intention to purchase at a fast-food retail chain in Johannesburg

Glen Madiba

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The influence of the elements of the extended marketing mix on consumers' intention to purchase at a fast-food retail chain in Johannesburg

Thesis

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The influence of the elements of the extended marketing mix on consumers' intention to purchase at a fast-food retail chain in Johannesburg

Glen Madiba

MCom, University of Johannesburg

08/06/2012

Handle:

https://hdl.handle.net/10210/5099

Abstract

Fast food marketing

Consumer behaviour

Target marketing

Kentucky Fried Chicken (Firm)

Consumers' preferences

Franchises (Retail trade)

M.Comm. The research study specifically aimed to establish the influence that product quality and product variety has on consumers‟ intention to purchase at KFC outlets in Johannesburg. It furthermore aimed to determine the influence of pricing, place, promotion, personnel, physical evidence and organisational processes on consumers‟ intention to purchase at KFC outlets in Johannesburg.

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Title: The influence of the elements of the extended marketing mix on consumers' intention to purchase at a fast-food retail chain in Johannesburg
Creators - without role: Glen Madiba
Awarding Institution: University of Johannesburg; MCom
Theses and Dissertations: MCom, University of Johannesburg
Identifiers: 9912394907691
Academic Unit: University of Johannesburg; Department of Business Management
Resource Type: Thesis